Many business owners have heard the phrase ‘search engine optimization’ (SEO) from friends in the business community or competitors and may consider it a route to increasing sales. However, what is SEO? Alternatively, a business owner may have tried ‘SEO services’ in the past and found it either didn’t work as well as expected or was working but is no longer as effective. This article explains what SEO is and why ‘new’ SEO is more effective than ever.

I have been working in search engine optimization and website ranking before it was even called SEO. Here are the changes in SEO since the start of the new millennium and what you should be looking for in the SEO services that your SEO agency offers.

SEO in 2000

At the start of the millennium, the ‘big’ search engines were Lycos and Excite. Few people in the UK had internet access, and those who did used slow ‘dial-up’ connections. Websites were simple, often consisting of one or two pages to ensure quick loading times. SEO practices at the time involved hiding as many keywords on a page as possible without making it look too spammy.

The Evolution of SEO

Early 2000s: The Rise of Google

• 2002: Google launched ‘AdWords,’ allowing businesses to pay for prominence in search results.
• 2003: Yahoo purchased Inktomi, AltaVista, and FAST, leading to the decline of smaller search engines. Google began cracking down on spammy practices and recognized professional SEO experts.
• 2004: Google banned its first website for spamming and took legal action against the responsible SEO company.

Mid to Late 2000s: The Era of Link Building

• 2006: Link building became essential, with many websites participating in link exchanges.
• 2004-2008: Google took action against poor linking practices and emphasized content relevance. By the end of the decade, spammy SEO practices were largely eliminated.

SEO in 2010

Between 2010 and 2015, social media started influencing search engine results, and Google introduced ‘Caffeine,’ which integrated videos and images into search results. Personal search results based on users’ browsing history also became a factor, leading to misunderstandings about rankings among business owners.

Key Updates

• Panda and Penguin Updates: Google penalized websites with irrelevant links and introduced ‘no-follow’ links to encourage safe linking.
• Mobile Search: By 2014, mobile phone internet usage had more than doubled, and websites needed to be mobile-friendly to maintain good rankings.

SEO 2015 and Onwards

The biggest change in 2015 was the penalization of non-mobile-friendly websites. Google started prioritizing mobile-friendly or responsive websites in search rankings. The introduction of ‘semantic search’ meant that Google returned results based on page content rather than just keywords.

What is The SEO Process Today?

The practices associated with search engine optimization have evolved into what we now call ‘digital marketing.’ The focus has shifted from ranking for big keywords to achieving conversions through a variety of search terms.

Current Best Practices

• Semantic Search: Focus on content that answers specific user queries rather than generic keywords. For example, instead of targeting “Plumber Bristol,” use “best emergency Plumber near BS7.”
• Quality Content: Google now recommends at least 500 words per page, with some SEO professionals advising up to 800 words. Content should be informative and structured to provide value to the user.

Example Content Structure

For an emergency plumber in Bristol:

• Page Title: Emergency Plumber Bristol
• Headline: Are you looking for the best emergency plumber near you in Bristol?
• First Paragraph: Briefly explain the service and its benefits.
• Image: Include a professional image to build trust.
• Longer Description: Provide detailed information about services, common problems resolved, and customer testimonials.

Link Building

Modern link-building focuses on quality over quantity. A few relevant links from authoritative sources are more valuable than thousands of irrelevant links. Building relationships with local businesses and reputable websites in your industry can help create valuable backlinks.

Social Media

Social media platforms like Facebook can drive significant traffic and customer engagement. Businesses can use live streaming and video content to reach a wider audience and build a stronger online presence.

Video Marketing

YouTube, the second-largest search engine, is essential for digital marketing. By 2018, it was projected that 73% of search results would include video content. Businesses should create informative and engaging videos to capture this growing audience.

Conclusion

SEO has evolved significantly since its early days. Today, it involves a combination of semantic search, quality content, strategic link building, social media engagement, and video marketing. By understanding and implementing these practices, businesses can achieve better rankings and more conversions in the ever-changing digital landscape.